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  • December 1999 (Revised January 2000)
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Agrochemicals at Ciba-Geigy AG (B)

By: Michael L. Tushman, Wendy Smith and Daniel Radov
  • Format:Print
  • | Pages:10
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Abstract

Focuses on Pierre Urech's efforts to change the division structure at Ciba-Geigy to facilitate the marketing of the new product. Details the relationships Urech cultivates and the strategy he pursues as "product champion." Also describes the restructuring of the research department into small teams to improve product development. Other topics include the marketing of the new product in different regional settings, the emergence of a "dominant design," and a slow-down in subsequent innovation.

Keywords

Change Management; Innovation Strategy; Innovation and Management; Leadership Development; Leadership Style; Research and Development; Marketing Strategy; Goods and Commodities; Product Development; Pharmaceutical Industry; Switzerland

Citation

Tushman, Michael L., Wendy Smith, and Daniel Radov. "Agrochemicals at Ciba-Geigy AG (B)." Harvard Business School Case 400-023, December 1999. (Revised January 2000.)
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About The Author

Michael L. Tushman

Organizational Behavior
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  • Corporate Explorer: How Corporations Beat Startups at the Innovation Game By: Andrew Binns, Charles A. O'Reilly III and Michael Tushman
  • Leading Disruption in a Legacy Business: A Compelling Growth Ambition Is a Critical Enabler for New Ventures By: Andy Binns, Michael Tushman and Charles O'Reilly
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